APRIMO UNVEILS APRIMO MARKETING 4.0

With the release of Aprimo Marketing 4.0, Aprimo, Incorporated becomes the first marketing management vendor to deliver a Web-based software solution that gives marketers unprecedented insight into both customer and operational information. Industry experts say this combination, crucial to the success of marketing management, is missing from other solutions.

"Marketing managers require a 'whole picture' approach that unifies operational marketing and customer insight to understand their entire operations like never before -- not only the tactical but also the strategic, such as how the organization spends its marketing budget, which campaigns and programs are most successful, and where the organization can achieve economies of scale," said Sam Clark, senior analyst for META Group. "Solutions like Aprimo Marketing are valuable in assisting marketers in achieving this goal."

Aprimo Marketing 4.0 is a family of products -- unmatched in the industry -- that brings together high-powered analytics, full-scale campaign management tools and an integrated marketing management platform. This breakthrough allows marketers to achieve a new level of effectiveness with their marketing campaigns and programs. By having access to an integrated management platform that draws on a knowledge base containing both customer and operational information on marketing activities and processes, marketers have the insights they need to manage the business of marketing.

Rod Johnson, in The AMR Research Alert on Enterprise Applications (Nov. 7, 2000), said: "Aprimo goes wide and deep in marketing. In addition to campaign management and marketing analytics, Aprimo supports marketing planning (resource management, financial management, and program proposal), program execution (calendars, project management, workflow, digital asset management, and supplier management), and a marketing knowledge base."

The Aprimo Marketing 4.0 Suite

The Aprimo Marketing 4.0 suite includes three fully integrated products:

• Aprimo Marketing Analytics

  Aprimo Marketing Analytics is the industry's most powerful out-of-the-box analytics package, and is the only marketing analytics solution on the market that delivers both customer and operational insight. By leveraging technologies from SPSS -- a developer of world-class analytical tools-and Hyperion -- a leader in business analysis software -- the Aprimo Analytics module will give the entire marketing value chain access to world class, easy-to-use data mining, predictive modeling and OLAP tools that are fully integrated into the Aprimo Marketing platform.

  Built on SPSS' industry-leading predictive modeling and data mining technologies, Aprimo Marketing Analytics unlocks what customers want and predicts their behavior through analysis of transactional, demographic and psychographic data. Delivered within the intuitive and easy-to-use context of Aprimo Marketing, all marketers across the value chain can leverage this powerful technology to develop and execute more profitable and cost effective campaigns and programs. Pre-packaged with an extensive set of OLAP (Online Analytical Processing) cubes and reports, the Aprimo Marketing Analytics module allows marketers to answer key operating questions to manage their business in real time.

• Aprimo Marketing Campaign Manager

  Aprimo Marketing Campaign Manager enables marketers to efficiently plan, execute, measure and refine multi-step, multi-channel marketing campaigns. It is the only industry solution that enables real-time, personalized, one-to-one customer interaction through a rules-based engine, speeding campaign execution and improving response rates. Through its rules-based engine, Aprimo Marketing Campaign Manager takes the industry practice of "segmentation" to a new level, enabling individual interaction with individual customers, essentially creating "segments of one."

  Aprimo Marketing Campaign Manager utilizes the integrated data mining and predictive modeling capabilities delivered in Aprimo Marketing Analytics to ensure that the right individual is targeted with the right offer, significantly improving response rates and campaign return on investment.

  The module also enables marketers to create a true dialogue with their customers by creating easy-to-use but sophisticated tracking and response tools for every outbound marketing message. The ability to collect and analyze this information over time allows marketers to deliver appropriate messages to customers as their relationship grows and interactions require increased precision.

• Aprimo Marketing Platform Enhancements

  Additional 4.0 enhancements to Aprimo Marketing platform include:

  • A central marketing intelligence repository. This may include competitive information, market studies and other resources that marketers rely on to build their strategic marketing plans.
  • An enhanced program review and approval process. In 4.0, investment and document review is hierarchical, so proposals are automatically routed based on approval paths. The investment review process has been enhanced so that investment reviewers will be notified if the pre-approved budget for a program is exceeded, ensuring that reviewers can proactively manage budget commitments.
  • Digital asset management. Now marketers can store and track their digital files, such as logos, advertising and direct mail creative, and approved presentation graphics in a variety of formats. Marketers can also manage use restrictions and approval requirements with each digital file, thus ensuring the compliance with corporate standards.

Companies interested in learning more about Aprimo Marketing should contact Aprimo at 317-803-4300 or info@aprimo.com. Those interested in registering for an online tour of Aprimo Marketing 4.0 should visit www.aprimo.com.

About Aprimo

Aprimo, Incorporated develops solutions that help marketers manage the business of marketing. Aprimo Marketing, a Web-based marketing management solution, facilitates strategic decision-making, empowers integrated campaign and program management, and enables fact-based performance analysis. Aprimo Marketing is delivering value to many customers across a number of industries, including Agilent, Burger King, Compaq, Ernst & Young, Tektronix and PricewaterhouseCoopers. Aprimo is headquartered in Indianapolis, and has offices in Atlanta, Boston, Chicago, Dallas, Denver, Grand Rapids, Mich., Minneapolis, New York, Philadelphia, Phoenix, San Francisco, Seattle, London (U.K.) and Paris. For more information, please visit our Web site at www.aprimo.com.

Contact Mara Conklin, 847-816-9411, or mlconklin@clarus-comm.com of Clarus Communications for Aprimo Incorporated.